DESTINATION MARKETING: THE NEW WAVE · Deloitte. “The Deloitte Millennial Survey.” January...

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DESTINATION MARKETING: THE NEW WAVE MARKETING BUSINESS DESTINATIONS TO MILLENNIAL MEETING PLANNERS IN NORTH AMERICA

Transcript of DESTINATION MARKETING: THE NEW WAVE · Deloitte. “The Deloitte Millennial Survey.” January...

Page 1: DESTINATION MARKETING: THE NEW WAVE · Deloitte. “The Deloitte Millennial Survey.” January 2014. 2 Skift. “3 Characteristics that Define Millennial Travelers.” Jul 7, 2015

DESTINATION MARKETING: THE NEW WAVEMARKETING BUSINESS DESTINATIONS TO MILLENNIAL MEETING PLANNERS IN NORTH AMERICA

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Within 10 years, the Millennial generation will make up more than 75% of the global workforce. In the meetings industry, these Millennial planners are already taking up an increasing percentage of senior roles in their organizations and serving as drivers of change. They’re utilizing technology in new ways to connect more effectively, work with greater efficiency, and bring greater engagement to their events.

In effect, technology has changed the way that Millennials meeting planners research, plan, and communicate with one another. Technology has created an expectation of immediacy, as well as a desire to engage rather than consume media.

But while Millennials have a more intimate relationship with technology than many senior colleagues, technology is shaping the work habits and preferences of all generations. In reality, meeting planners of all different ages share the same core values, particularly when it comes to maintaining trusted relationships with their colleagues.

As such, convention bureaus should reevaluate the way they market themselves to North American meeting planners as a whole. Rather than just catering to generational segments and marketing to Millennials specifically, convention bureaus should think like Millennials. Adopting a “Millennial Mindset” allows destinations to adapt their marketing tactics to a digital era while still meeting the needs of all planners.

The following report discusses three specific “Millennial Mindsets” and provides key marketing strategies and examples from other destination marketing organizations. The report also evaluates new technologies and media platforms that are shaping the way convention bureaus engage with meeting planners in the digital age.

EXECUTIVE SUMMARY

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MILLENNIALS PLANNERS AT WORK:

UNDERSTANDING A GENERATION SHAPED BY TECHNOLOGY

According to The Deloitte Millennial Survey, it’s estimated that the Millennial generation will make up 75 percent of the global workforce by 20251. Bringing new attitudes and expectations to the workplace, Millennials have come to be seen as drivers of change, seeking opportunities to work in far more dynamic and fluid ways than previous generations.

But this mindset hasn’t emerged spontaneously. Millennials happen to be the first generation to grow up surrounded by rapidly evolving digital technology, and have been among the first to take advantage of the opportunities it brings and the freedom it allows. As they enter the workforce in greater numbers, the Millennials’ ability to harness new technology hasn’t just changed where and when they like to work. It’s also changed how they work.

1 Deloitte. “The Deloitte Millennial Survey.” January 2014.

2 Skift. “3 Characteristics that Define Millennial Travelers.” Jul 7, 2015

3 PCMA. “What the Millennial Generation Prefers in their Meetings, Conventions and Events.” May 2012.

MILLENNIALS AS BUSINESS TRAVELERS & MEETING ATTENDEES

When it comes to business travel and meetings, technology has played an important role in shifting Millennial wants and needs. Strictly speaking, it isn’t the technology itself but more about the efficiency and immediacy it provides.2 What Millennial business travelers have come to expect is a simple and seamless digital experience that’s made possible at all touchpoints, from booking their travel arrangements to communicating with customer support.

As for conferences and meetings, the recurring message from Millennials is that sessions should be engaging, entertaining, interactive, structured, casual and short.3 This desire largely comes from an online world in which they’re used to digesting digital content that’s concise and rapidly consumed, from “listicle” posts on Buzzfeed to videos on YouTube.

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Meeting planners have responded to this shift, most importantly by bringing strong Wi-fi to events to make it possible for attendees to engage both face-to-face and digitally during events through media like Twitter. In fact, the social platform has become so ubiquitous that conferences will go to great lengths to advertise its custom hashtag.4

But digital technology will soon be integrated in even more innovative ways. Video content may take a more prominent role, as Google Hangout, Skype and business video distribution channels like BOB.tv and Conferize become increasingly integrated. Some conferences are also experimenting with wearable tech, with devices such as Apple Watch and Google Glass helping people to navigate conferences and provide augmented reality experiences.5

MILLENNIALS AS MEETING PLANNERS These increasingly sophisticated technologies will revolutionize the way events are held—a trend that’s being largely driven by a growing group of Millennial meeting planners. The oldest members of this cohort, currently in their late 20s and early 30s, now hold senior positions as meeting planners and have been in the workforce long enough to see how technology has changed the way they do business.

The working culture has become one of mobility and immediacy, guided by the ability to communicate and access information across a variety of digital devices. “The woman I used to work for needed to print out everything,” says Jessica Smith, a Senior Meeting Planner with the American Bar Association. “Now the new generation wants everything digital—no paper—and we want everything available through our phone.”

This is especially true when it comes to research and venue sourcing. Millennials are particularly adept at pulling together a range of data from numerous sources, and they expect to be able to do this from anywhere and at anytime. Megan Tate, an events manager with Petco Animal Supplies, Inc., says that growing up with technology has made it easier and faster to find information.

“Now the new generation wants everything digital—no paper— and we want everything available through our phone.”

Jessica Smith Senior Meeting Planner

American Bar Association

4 Staging Connections. “5 Clever Ways to Use Twitter for Your Event.” Feb 17, 2015

5 Corbin Ball. “14 Meeting Technology Trends to Watch for 2014.” Sep 11, 2013

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“We understand that we have a lot of resources at our fingertips. We are better at being flexible and seeing all our options,” she says. In her own role, Tate uses websites like TripAdvisor, Yelp and Travelocity so she can rapidly cross-check reviews to make sure a venue fits her needs.

According to Cvent, Millennial meeting planners tend to rely on online reviews over traditional media, and they are 50 percent more likely than older generations to say that social media and blogs are highly influential when it comes to evaluating venues. But despite the reliance on new media, the primary decision factors haven’t changed from the past: price, customer service, size and adequacy of space, and availability all play major roles in influencing the final decision.6

One thing that is evolving is the perception of the industry as a whole. Long gone are the days when they were simply required to select a great venue with good food and hire a guest speaker; today’s planners are often tasked with producing events that will deliver ROI to their respective organizations.7 But as these ambitious planners begin to take their “seat at the table” of their company’s strategic agenda, little time is left for smaller tasks such as coordinating vendors and managing social media. “We have so many competing priorities,” says Tate.

When organizations step up and go the extra mile, it can be of huge benefit to planners. “I love convention bureaus,” Smith says. “Because I am doing everything and taking on a lot of duties, they help a lot with vendor sourcing, especially when I do international events.”

This kind of support proves hugely beneficial when looking to forge strong, long-term relationships with planners. Helping them to save the valuable time is always going to be appreciated. But so is the nature of how they’re approached in the first place.

In particular, planners don’t like feeling as though they’re simply on the receiving end of a hurried and generic sales pitch, as Tate describes: “If they were to reach out, [convention bureaus] should do some background research first so they understand who we are and what our events are about.”

Many planners say they want a two-way conversation; they want to feel as though they’re being engaged with, not simply sold to. In the end, a well-informed and personalized approach that saves them time will be genuinely valued.

6 Cvent. “2015 Planner Sourcing Report.” May 26, 2015.

7 Meetings Focus. “The Meeting Planner of the Future.” July 2010.

“We understand that we have a lot of resources at our fingertips. We are better at being flexible and seeing all our options.”

Megan Tate Senior Manager - Finance and Events

Petco Animal Supplies, Inc.

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BUT IS THIS REALLY A “MILLENNIAL THING”?

It’s clear that Millennials possess particular, identifiable characteristics in the way they like to work and communicate. They’re tech-savvy, they’re interested in playing a more strategic role in their companies, and they prefer a conversation over a sales pitch.

But while these characteristics are certainly true, is it helpful, or even accurate, to suggest these characteristics are only true of Millennials?

Michelle Crowley, Director of Global Development with Professional Convention Management Association (PCMA), takes issue with the whole notion that Millennials are so very different from other age groups. “I don’t love the generation separation—every generation is evolving. There is more focus on Millennials because of the rapid pace of change and technology, but I think in some cases there is no difference between Millennials or X or even Baby Boomers,” she says.

David Kliman, a hospitality consultant who has consulted with some of North America’s top destination marketing organizations (DMOs), echoes that sentiment. He helped to facilitate a focus group with 13 Millennial buyers for one major organization. “One

of the really interesting findings that came out was that the DMO thought that Millennials were fundamentally different than Boomers. After two days, they realized that they are essentially the same when it came down to the basics,” he says.

In reality, Millennials share a number of values with past generations. For instance, they still prize face-to-face conversation above all other forms of contact, and they’re not nearly as obsessed with using technology as a communication tool as is often assumed.8

“The perception that all Millennials just want to look at a screen and not pick up the phone is just not true,” observes Kliman. In his time moderating Millennial think tanks, Kliman has also found that subjects place great emphasis on forming trusted relationships. “Just like other generations, Millennials want that the DMOs ‘know me well,’” he points out. “They seek trusted relationships and guard them zealously. It’s laughable that we think they’re different from others.”

From Crowley’s point of view, Millennials truly value the opportunity to build a sense of rapport with convention bureaus. “The relationship (between planner and destination) is a big deal for most people—there is a level of trust,” she says.

8 PCMA. “What the Millennial Generation Prefers in their Meetings, Conventions and Events.” May 2012.

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So, as much as marketers try to paint a picture of contrasting generations, Millennial meeting planners are not that different from previous generations in their values, pain points, and goals. However, technology has changed the way they research, plan, and communicate with one another.

“The big difference is the desire for simplicity. We’re used to information when we want it and it being available to us,” says Crowley. In a digital world where data is just a click or swipe away, Millennials have become used to an immediacy of information. Nevertheless, it’s important not to get swept along with the notion that it’s only Millennials who want to harness technology to their advantage. “There’s not much of a difference between Boomers or Millennials in terms of demand for technology,” Kliman says.

So, while it’s tempting to assume Millennials are a generation apart, the reality is somewhat different. The assumptions that they value technology more than other generations, care less about building relationships, and aren’t so keen on communicating face-to-face, simply aren’t true.

“I don’t love the generation separation—every generation is evolving. There is more focus on Millennials because of the rapid pace of change and technology, but I think in some cases there is no difference between Millennials or X or even Baby Boomers.”

Michelle Crowley Director of Global Development

Professional Conventional Management Association (PCMA)

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As early adopters, Millennials are quick to utilize technology to their advantage. As far as meeting planners are concerned, their use of technology has radically altered the way they research, communicate, and plan—cultivating an expectation for immediacy, and a desire to engage in different ways using digital platforms.

But significantly, their use of technology and demanding nature has also transferred to other generations. For convention bureaus marketing to North American meeting planners, a shift is needed in strategy. Instead of creating a marketing plan targeted specifically to Generation Y, convention bureaus should adopt a “Millennial Mindset” and adapt their marketing tactics to this digital era.

ADOPTING THE “MILLENNIAL MINDSET” IN DESTINATION MARKETING

A GUIDE FOR CONVENTION BUREAUS TO REACH MEETING PLANNERS

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MILLENNIAL MINDSET #1:

When we access information in today’s digital age, it should be immediate, simple, and work across all my devices.

According to a 2015 Cvent study, the top channel for Millennial planners to source information is online.9 But today’s websites have evolved greatly in just the last few years, and it’s important that convention bureaus sites incorporate the technologies that today’s users expect, particularly when it comes to mobile. According to Google, “72 percent of users expect websites to work on mobile platforms,” while “61 percent will leave the site if it’s not mobile friendly.” 10 Thus, here are three important trends to take into consideration when it comes to websites: MARKETING STRATEGY:

Rethink your destination’s digital presence, particularly the website, and create an interactive portal that is adapted to today’s mobile work life.

1.

9 Cvent. “Rise of the Millennial Planner.” May 27, 2015.

10 Small Business Trends. “April 21st, a Responsive Website Will be a Ranking Criteria on Google.” Apr. 27, 2015

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Caption: San Francisco Travel’s venue finder tool allows meeting planners to make multiple custom-named venue lists and offers the option to export them to PDF or Excel.

Many convention bureau websites feature venue directories, but some have gone above and beyond to make those directories even more useful to planners. Sites like London & Partners and the Switzerland Convention & Incentive Bureau allow planners to add venues to a custom list that they can then view on a map, export as a PDF, or save and return to later.

San Francisco Travel has gone a step further, allowing web users to export their venue selections as a spreadsheet—a particularly useful tool for Excel-loving planners who can easily import the sheet to a database or customer relationship management (CRM) software.

ExCeL London’s website shows how the same website views on both a desktop and mobile screen.

In a multi-device world, people can now access websites from their desktop, tablet, or phone. To create a web browsing experience that is optimized across screens, developers now create sites in a “one code fits all” responsive design, which automatically adjusts the site to fit perfectly on whatever device it is being viewed upon. This is fundamentally different than a mobile-version site, which requires two sets of design and coding.

RESPONSIVE DESIGN INTEGRATED VENUE TOOLS

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CLEAN AND EASY-TO-NAVIGATE WEB PAGES

Experts report that the majority of web users leave websites within 10-20 seconds, particularly if they do not find what they are looking for.11 The remedy for this is to use clean design that uses prominent photography and visual cues to direct users where they need to go. The navigation should be simple, and the homepage should remain uncluttered and contain only the content that is most visited by users.

LEFT: Visit Seattle prominently displays photos with links to six of their top meetings pages.

BOTTOM: The dropdown navigation for “Things to Do” on Visit Seattle uses iconography to help create visual space between their subcategories.

11 Nielsen Norman Group. “How Long Do Users Stay On Web Pages?” Sept. 12, 2011

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With such limited time available, meeting planners appreciate any additional support that convention bureaus provide for events. In addition to vendor sourcing and destination advice, marketing support has been an invaluable resource to planners. Many tech-savvy convention bureaus have tapped into a number of social and digital tools to create unique marketing media that attendees not only consume, but can also engage with.

MARKETING STRATEGY:

Provide social media and digital tools to help planners create engagement with their meeting attendees.

MILLENNIAL MINDSET #2:

We don’t consume digital media passively, we want to engage with it.

2.

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Twitter badges advertise Louisville CVB’s social concierge service, #AskLou

Many convention bureaus have begun to offer social media services to help planners promote their meetings. Such services can range from ready-made event posts and tweets, such as the ones offered in the Louisville CVB’s Social Media Toolkit, to completely customized social media experiences like the ones offered by Austin CVB and San Francisco Travel.

SOCIAL CONCIERGE SERVICES

Salt Lake City’s simple interactive portal integrates Instagram to deliver useful content to meeting attendees.

Salt Lake City, in an effort to change the perception to meeting planners that there is nothing fun to do in town, built a custom site for convention attendees called “There’s Nothing To Do in Salt Lake.”12 The site offers a “spin” tool that randomizes a selection of a bars, restaurants, and activities to do in the city using Instagram photos. Attendees can browse the activities, see a map, and follow the Instagram accounts of local businesses and influencers.

INTERACTIVE TRAVEL PLANNING SITES

12 Skift. “Salt Lake Wants to Show Meeting Planners a Good Time With Its New Website.” Sep. 3, 2015.

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Many convention bureaus in the U.S. have been creating custom microsites for planners to promote the event destination to their attendees.13 Microsites, which are specially branded web pages that exist within a parent site, usually have a custom URL and can be built much faster and more economically than a full event website. Through the microsite, event attendees can get helpful travel information as well as ideas on what to see and do. The convention bureaus of Salt Lake City, Tampa Bay, and Anaheim even actively promote this service on their websites.

CUSTOM EVENT MICROSITESVisit Anaheim showcases a sample microsite they customize for events.

13 Multibriefs Exclusive. “Travel companies using microsites to reach customers.” Oct. 22, 2013..

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MILLENNIAL MINDSET #3:

Though we rely heavily on digital media for information, we still value trusted relationships immensely.

According to Kliman, meeting planners still see convention bureaus as the go-to source and local expert. To take that relationship to the next level, it’s important to engage planners with content that is relevant to their business objectives, instead of just broadcasting destination-specific content. Planners that see the convention bureau as a trusted resource will hold onto that relationship for the long term. As Smith explains, “I developed a good relationship with the Alberta convention bureau even though I don’t have an event planned there, but at some point I’d like to. The same happened with Seattle, and eventually we did have an event there.”

MARKETING STRATEGY:

Marketing strategy: Use digital media to help foster trust with planners by becoming an invaluable resource for information, tips, and connections.

3.

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GCB’s website and promotional PDF highlights the country’s top

industries by city.

Crowley of PCMA recommends that destinations leverage relationships with government and business leaders, universities, and other major industries to show meeting planners that they can provide access to potential speakers and support for events. In recent years, the Germany Convention Bureau (GCB) has made a point to promote the country’s key industries on its website, showcasing where the sectors for transportation, medicine, technology, pharmaceuticals, energy, and financial services are.

CincinnatiUSA’s MTG PLNR Blog includes helpful tips, trend stories, and

expert advice for meeting planners.

Convention bureaus in North America such as Tourisme Montreal, Visit Orlando, and CincinnatiUSA have invested in creating their own meetings industry blogs. These blogs are not intended to overtly promote the destination, but rather provide meeting planners with useful information on tech trends, social media, productivity and more. CincinnatiUSA’s meeting blog has been so successful that planners now regularly call their office seeking advice.14

MEETINGS-SPECIFIC CONTENT MARKETING PROMOTING THE KNOWLEDGE ECONOMY

14 Skift. “The Meetings Industry Turns to Content Marketing to Get Ahead.” Mar. 6, 2015.

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BRIDGING REAL LIFE AND SOCIAL NETWORKING THROUGH LINKEDIN

Nothing beats the power of face-to-face communication, but social networking has proven to be a powerful tool in keeping that relationship fresh. LinkedIn has proven to be a great resource to meeting planners and vendors to stay in touch through group forums and company pages. The platform has recently expanded to allow users to publish their own content through Pulse (for articles) and Slideshare (for presentations). Because of LinkedIn’s popularity, content shared through this network offers the opportunity for high visibility not only within one’s network, but the network’s network.

LinkedIn Pulse is a new publishing platform that allows individuals to expose their content to a wide audience of captive users both inside and outside of your network.

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What truly differentiates Millennials from past generations is their relationship to technology and the way it defines how they work. But generational lines are fluid, and the technologies that shape the modern workplace have influenced all generations.

By embracing these technologies, and by understanding how it has influenced the way meeting planners research, communicate, and plan their events, convention bureaus can foster more fruitful relationships and better attract business to their destinations.

In essence, the idea isn’t to market to Millennials, but rather to think like Millennials when developing marketing programs. In this way, you’ll naturally become more forward-thinking, propelling your destination as both innovative and outstanding while effectively engaging with all generations.

CONCLUSION

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Marketing Challenges International, Inc. is the North American marketing office of leading international convention bureaus and convention centers. MCIntl is an established thought leader in global destination marketing for meetings and conventions, having translated our industry insights and passion for travel into success for over 30 years. Our company provides trends research and reporting, business development, and consulting and execution of marketing strategies.

For additional information, please contact Michel Couturier at [email protected].